INTRODUCTION
One reason why people join trade associations is that they believe your organization can offer something of value. Maybe they’re looking to expand their professional network. Or maybe they need to develop new skills or want a reliable source of information about news in the field.
With your members facing limited budgets and/or limited time, associations must be intentional about demonstrating value in ways members can see and measure. Bottom line: it’s not enough to do the work–you have to show it, too.
Here is how trade associations can show value to their members.
PERSONALIZE THE MEMBER EXPERIENCE
Like in marketing, your communications and offerings to your association members should be tailored. In other words, you can’t expect a one-size-fits-all approach to work these days, as the homogeneity of your members has likely decreased over the years.
Use focus group meetings, surveys and engagement data (e.g., social media and e-newsletters metrics) to understand what different audiences value the most, what messages resonate with them and what communications platforms they prefer.
You may find out that, say, young professionals prefer in-person networking events and using Instagram, while executives prioritize advocacy updates and e-newsletters. As a result, you could promote your networking events more strongly toward the YPs and consider creating an advocacy-only e-newsletter that executives (as well as any other member) can subscribe to.
When members consistently receive the offerings that align with their goals/passions, the value of membership becomes clearer.
PROMOTE YOUR ASSOCIATION’S EFFORTS
Much of an association’s most important work happens behind closed doors, but if members don’t see it or hear about it, then they may not fully appreciate it. Thus, it’s important to regularly communicate your association’s work, both to your membership and to the public.
Some of the tried-and-true communications tactics include social media, a blog, a printed or electronic newsletter and an annual report. As mentioned in the previous section, it’s important to tailor your channels to a specific audience rather than try to communicate to everyone on every channel.
Additional tactics to make impact visible include behind-the-scenes content including photos, short videos or staff quotes from conferences, committee meetings or advocacy days. Also, tying member feedback directly to decisions taken by the association to reinforce the value. Think of it as “you asked, we listened/did” type communication.
Public relations is another way to demonstrate value. Pitch advocacy wins and industry leadership stories to trade publications and local media to highlight the impact of your association’s work. Your association also can proactively pitch your members to the media to discuss an industry-specific topic, and then let your members know that you did that.
BUILD COMMUNITY AND CONNECTION
Position your association as the place where your industry connects. Invite elected officials or businesses that offer complementary services to your events, and promote the fact that you have these folks coming (or invited). In addition, share highlights afterward to showcase the relationships being built.
Strong associations also understand the importance of creating “watering holes,” the physical and virtual spaces where members gather. These may include standing networking events, member-only online communities or LinkedIn groups. When associations value/encourage these watering holes, it becomes easier for members to get involved and connect with one another.
Between events, build online communities or LinkedIn groups for ongoing dialogue and a place where members can ask questions and receive information. Feature member testimonials in your marketing about the relationships formed within your association. When members find their “people” through your communications, membership loyalty grows.